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【时尚经济】 情绪价值的经济价值
Zheng Quan Shi Bao· 2025-08-04 18:39
Core Insights - The article discusses the significance of emotional value in branding and consumer relationships, emphasizing that understanding consumer psychology is crucial for brands to thrive in a competitive market [1][2][4]. Group 1: Emotional Value and Consumer Behavior - Emotional value translates into economic value as consumers are willing to pay a premium for positive emotional experiences associated with brands [2]. - Brand premium is explained through emotional value, where consumers expect emotional satisfaction and are willing to pay for it, reflecting their identity and values [2]. - Examples of brands like Labubu demonstrate how emotional value can lead to significant market prices, with blind boxes being sold for thousands, showcasing the strong monetization potential of emotional value in consumer markets [2]. Group 2: Experience-Driven Consumption - The shift from material consumption to experience consumption is highlighted, particularly in Japan, where consumers seek emotional fulfillment through unique experiences [3]. - Japanese agricultural marketing strategies focus on providing consumers with experiences, such as fruit picking and farm visits, which enhance emotional connections to products [3]. - Social media amplifies the influence of emotional value, with seemingly trivial products gaining popularity as emotional outlets for consumers [3][4]. Group 3: Emerging Trends in Emotional Consumption - The rise of products that provide immediate emotional relief, such as stress-relief toys, indicates a growing market for emotional consumption [4]. - The popularity of niche products, like "谷子" merchandise, reflects the vast potential of the emotional consumption market as it transitions from niche to mainstream [4]. - Emotional value is reshaping consumer values, allowing for spiritual satisfaction beyond material needs, and presenting new business opportunities for companies [4].
22岁的ChinaJoy变大型“吃谷现场”, 国产IP要打造“中国万代”
3 6 Ke· 2025-08-03 09:04
编辑/郝俊慧 8月1日,2025年第二十二届中国国际数码互动娱乐展览会(以下简称"ChinaJoy")在上海开幕。"谷子经济"是毫无疑问的焦点,这个源自日语"Goods"的 舶来词,早已超越了二次元周边的范畴,演变为一场席卷Z世代的文化现象。 作者/IT时报记者毛宇 01 Z世代消费群体,情感认同驱动的圈层革命 作为谷子经济核心消费群体的95后、00后乃至10后,正掀起一场"谷子"消费热潮。 年轻人穿梭于各大商场的谷子店,精心挑选心仪的动漫角色徽章、手办或是文具,将其视为珍宝;北京王府井的二次元主题空间,常见年轻人排着长队, 只为购买限量版周边;上海静安大悦城也因二次元打卡热潮,成为年轻人的热门聚集地,商场数据显示,70%的客群来自8公里之外,而30%以上来自上 海之外。他们在这里"吃谷",将真金白银变成一种社交货币。 ChinaJoy现场,同样都是"吃谷人"。万代南梦宫展台的二次元周边引大量玩家与粉丝入场;完美世界展台兑奖区则排起十米长队,几乎每个参展观众都背 着硕大的"羊毛袋",内装淘来的各种周边。他们成长于互联网时代,对文化产品的情感认同远超以往,愿意为喜爱的IP支付溢价,通过购买周边来表达自 我、寻找 ...
一站吃喝玩乐购!首届美好生活博览会在京开幕
Group 1 - The first "Beautiful Life Expo" opened in Beijing, featuring over 300 companies showcasing a variety of products including specialty agricultural products, outdoor gear, electronics, and new energy vehicles [1][3] - The expo spans 15,000 square meters and offers free entry for the public, creating a vibrant marketplace atmosphere with exhibitors inviting visitors to sample food products [3][5] - Notable products include unique agricultural offerings from Beijing, such as pigeon meat and eggs, and new varieties of sweet melons, highlighting innovation in local agriculture [5][6] Group 2 - The expo also features high-tech products, including Xiaomi's first SUV model, attracting significant interest from attendees [6][8] - Interactive robots, such as humanoid robots and emotion-responsive models, are showcased, reflecting a shift in consumer preferences towards products that understand and engage with users [8] - A dedicated area for the "two-dimensional" culture attracts younger audiences, with activities including card games and gaming competitions, enhancing the overall engagement of the event [10][12]